Mag. Ksenia Khalina

In line with the PWN's Global vision of gender-balanced and inclusive leadership, I lead a team of volunteers to design and implement digital / virtual Entrepreneurship Programs and activities that help women around the world unlock and realize their entrepreneurial potential, become self-aware, overcome psychological and social barriers, and build self-confidence through the acquisition of professional and leadership skills and knowledge.

As a Management Team member is responsible for shaping global Heineken® brand strategy as well as Shopper & Trade Strategy and Brand Activation part of all Integrated Marketing Campaigns.

As Management Team member responsible for development & implementation of long- & short-term Business Strategies in the CEE Export markets: Portfolio & Brand strategies, Channel & Category; Occasion-based & Trade Marketing Operational excellence; Innovation Strategy; Integrated Marketing Campaigns (from TV Commercials to PICOS on shop floor); People and Change management. Launch of production sites in Ukraine, Albania and Georgia.

Development and embedment of Channel, Shopper/Trade Marketing & Category Capabilities in Heineken CEE Region; Lead in development of strategic processes: Channel Strategy, Segmentation, Channel Activation, Shopper Insights; Development & conduction of the Channel & TM Capabilities trainings for Heineken CEE Managers; Creation of Global Heineken Trade Marketing Portal; Sales Development Program: Training Modules & Master Trainers in CEE

Being a member of the Commerce Management Team of HEINEKEN Russia, established & led Commercial Marketing department of more than 100 people and developed Trade & Shopper Strategies for a broad portfolio of brands, implementation of which as part of Company strategy brought the growth of volume and doubled MS from 7% to 15%, making HEINEKEN Russia #1 (volume wise) Operation Company of HEINEKEN worldwide in the year 2008.

Brand MAnagement: Brand Strategy & Operational Plans development & implementation for Strategic; Development and execution of Brand Communication: Creation of TV Commercials (for Russian and Spanish markets), Media planning;Innovations: Brand & Product development. Launch of sugar-free caramel category